Tencent Tech: A Recreational Report of How Chinese Netizens Used Mobile Music in 2014

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Qifeir.com recently published the findings of a survey on mobile music consumption trends that was put together via Tencent Business Analysis (企鹅智酷调查). We will reproduce some of the key findings here in English.

* Insights taken from a sample of 21,911 people.

Question: How do you listen to music when you use your mobile device?

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34% Listen to downloaded content
66% Listen via a streaming service

Question: When do you listen to music?

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39% During their “spare time” (we’re guessing lunch breaks / between classes)
33% During time spent on transportation
23% No particular time or place
17% Before going to sleep
12% When doing sport / excising
10% When studying or working
6% Other

*Multiple answers accepted

Question: What device do you use to listen to music?

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69% Mobile Phone
37% Desktop Computer
9% Portable music Device (MP3 player etc.)
8% Laptop
4% Other Device

*Multiple answers accepted

Question: What’s most important to you when choosing a music app?

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48% Quality of music
36% Music Catalogue
25% UI and functions
16% App awareness (branding)
11% Other
4% Recommendation from friends

* Multiple answers accepted

Question: Apart from listening to music, what other functions do you use?

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48% Download content
16% Watch music videos
10% Share content
10% Other
8% “Favourite” songs
6% Create playlists
2% Leave comments

* Multiple answers accepted

Question: What services are you willing to pay for?

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31% Don’t want to pay for a music app at all
30% Access to high-quality songs
17% Premium membership (with free cellular data / caching)
13% Exclusive music
12% Merch
9% Win opportunities to meet artists
8% Discounts on concert tickets
7% Other services

* Multiple answers accepted

Changing User Behaviours:

  1. Listening to music via mobile is garnering mainstream adoption, with many apps reporting over 100m downloads to date.
  2. Listening to music online is now a mainstream phenomenon.
  3. The proportion of premium subscribers is very low, so services need to work more on promoting the benefits of paid subscriptions.
  4. Most people prefer to listen to pop songs: experience personalization / recommendation is weak.
  5. Sharing is becoming popular, with users giving their recommendations via key social media platforms.

 

The Changing Music Industry:

  1. Online music platforms now also have large user bases on mobile devices.
  2. Competition over copyrights and exclusive licensing is becoming a key means of differentiating.
  3. Most music apps have a paid tier but few music fans are willing to pay.
  4. Multi-platform functionality that allows users to switch between PC and mobile is popular.
  5. Caching music for offline listening can solve the problem of poor network speeds.
  6. Setting up musician pages in apps allows artists to communicate directly with users.
  7. Individuation and recommendation are becoming the focus of R&D in CN platforms.
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